Loews Hotels & Co Launches Active Stays Fitness Program Nationwide in Partnership with Trainer Makena Rae

Loews Hotels & Co has officially introduced Active Stays by Loews Hotels, a comprehensive wellness and physical fitness initiative designed to reshape how travelers approach health and well-being while away from home. Rolled out across all company properties, the program was developed in collaboration with renowned fitness trainer Makena Rae. Unlike conventional hospitality fitness models that frequently emphasize rigorous training goals, elite performance benchmarks, or intimidating equipment setups, Active Stays prioritizes flexibility, personalization, and approachable movement tailored to the diverse needs of modern travelers.

The launch reflects an evolving paradigm within the hospitality sector, where hotels increasingly strive to serve as holistic sanctuaries rather than mere places to sleep. By blending accessible exercise regimens with restorative recovery options, Loews aims to cater to a broad demographic, ranging from corporate professionals seeking to decompress after high-stress flights to families searching for engaging, health-conscious activities that can be enjoyed collectively.

The Evolution of Hospitality Wellness

In recent years, the intersection of travel and wellness has undergone a dramatic transformation. Industry data consistently indicates that contemporary travelers—particularly Millennials and Generation Z—prioritize health maintenance during trips just as heavily as they do in their everyday routines. Historically, hotel fitness offerings were limited to poorly ventilated basement rooms equipped with outdated treadmills and dusty free weights. However, the post-pandemic travel landscape has accelerated a demand for integrated, flexible, and mental health-conscious wellness amenities.

Recognizing this shift, hospitality brands have experimented with everything from in-room Peloton bikes to customized sleep kits. Loews Hotels & Co approached this challenge by examining the psychological and physical barriers travelers face when trying to maintain routines on the road. Time constraints, unfamiliar environments, fatigue, and the intimidation factor of hotel gyms often derail even the most disciplined individuals.

Active Stays by Loews Hotels was conceptualized to dismantle these obstacles. By focusing on movement that adapts to the guest rather than forcing the guest to conform to a rigid program, the initiative bridges the gap between relaxation and physical activity. The partnership with Makena Rae brings an expert touch to the program, translating modern, functional movement science into practical, user-friendly routines that require little to no specialized equipment.

Core Pillars and Program Structure

The framework of Active Stays is built upon two distinct yet complementary pillars: accessible movement experiences and recovery-focused restoration moments. Together, these elements are designed to ensure that guests can achieve physical balance throughout the duration of their stay, regardless of their fitness background.

The first pillar centers on adaptable movement. Guests are not funneled into a one-size-fits-all exercise class; instead, they are offered a menu of options that suit their immediate physical and mental state. For those who prefer privacy, the program features dedicated in-room fitness experiences. Through hotel televisions, guests can access a curated selection of equipment-free workouts designed by Makena Rae. These sessions range from invigorating morning mobility flows designed to awaken stiff muscles after long flights to low-impact strength routines that can be performed in limited hotel room spaces.

The second pillar addresses the critical need for recovery and restoration. Travel—whether for business or leisure—frequently disrupts sleep patterns, causes muscle tightness, and induces mental fatigue. Active Stays incorporates recovery moments that encourage holistic balance, utilizing stretching, breathwork, and restorative techniques to help guests wind down. This dual approach ensures that physical activity does not become another source of stress during a trip, but rather a restorative tool that enhances the overall travel experience.

Executive Perspectives and Strategic Intent

Leadership at Loews Hotels & Co views the rollout of Active Stays as a natural extension of the brand’s core philosophy of hospitality, which centers on enriching lives and creating memorable guest moments.

“At Loews Hotels, we’ve always believed hospitality is about enriching lives and creating moments of joy,” said Kristie Goshow, chief commercial officer, Loews Hotels & Co. “Active Stays by Loews Hotels was created around a simple idea: movement, play, and wellness help us become happier, healthier versions of ourselves.”

Goshow emphasized that the collaboration with Makena Rae was intentional, aimed at bringing an authentic, relatable voice to the brand’s wellness offerings. By working alongside a trainer known for championing sustainable, intuitive movement, Loews has been able to craft experiences that inspire rather than intimidate.

“Through our partnership with Makena Rae, we’ve developed experiences that inspire guests to embrace wellness in ways that feel achievable, enjoyable, and uniquely personal,” Goshow added. “Whether someone is starting a new wellness journey, staying consistent with an established routine, exploring a destination through movement, or simply taking time to reconnect with themselves through yoga, Active Stays makes it easier to feel good while away from home.”

The Partnership with Makena Rae

Makena Rae has built a dedicated following through her philosophy that fitness should be empowering, joyful, and adaptable to daily life rather than a punitive chore. Her approach aligns seamlessly with the hospitality ethos of Loews Hotels, making her an ideal partner for a nationwide program.

In developing the workouts for Active Stays, Rae focused on functional movements that require minimal setup time and no complex machinery. This design philosophy ensures that a busy executive can complete a routine in standard business attire or casual wear without needing to pack a dedicated gym bag, while families can participate together in a hotel suite without feeling restricted by spatial limitations.

The integration of Rae’s workouts into the in-room television systems represents a significant technological and operational integration for Loews properties. Guests can access professional-grade instruction on demand, putting personalized wellness guidance directly at their fingertips at any hour of the day or night.

Broad Industry Implications and Future Outlook

The nationwide launch of Active Stays by Loews Hotels highlights a broader trend within the hospitality industry: the mainstreaming of personalized wellness. As travelers increasingly evaluate hotel brands based on how well properties support their physical and mental health, comprehensive programs like Active Stays are shifting from luxury amenities to essential operational standards.

Market research indicates that hotels offering robust wellness programs experience higher guest satisfaction scores and increased repeat visitation rates, particularly among business travelers and wellness tourists. By making fitness approachable and flexible, Loews is positioning itself to capture a larger share of travelers who view health maintenance as a non-negotiable aspect of their daily lives.

Furthermore, the implementation of Active Stays across all Loews properties demonstrates operational scalability. Rather than restricting wellness innovations to flagship urban locations or high-end resort properties, Loews has ensured equitable access to health and recovery tools across its entire portfolio. This uniformity benefits loyal brand customers who can expect consistent wellness support regardless of whether their travels take them to bustling metropolitan centers or quiet resort destinations.

As the hospitality sector continues to adapt to changing consumer expectations, initiatives like Active Stays by Loews Hotels signal a departure from traditional, static hotel amenities. By combining expert instruction, flexible in-room technology, and a philosophy centered on personal well-being rather than athletic performance, Loews Hotels & Co has established a new benchmark for how the hospitality industry can support the holistic health of the modern traveler.